Tony Ulwick, Founder and CEO, Strategyn describes his firm’s process for designing products to do specific jobs.
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Hiring A Product To Do A Job
(cross posted from the Inside AdWords Blog ) Over the past year, we’ve been focused on investing in display advertising, and we’ve seen great momentum from the increasing number of you running display campaigns with Google. We’ve rolled out new features and targeting options and more precise measurement tools . To provide more places for you to run display ads, we’ve added more publisher sites (through Google AdSense and DoubleClick Ad Exchange) to our ad network of over one million sites. Meanwhile, many of you have continued to run ads on YouTube and our own properties . In an effort to make our display media offerings clearer to advertisers like you and agencies, we’re creating a new umbrella name for all these properties, the Google Display Network. The Google Display Network will comprise all of the sites (apart from search sites), where you can buy ads through Google, including YouTube, Google properties such as Google Finance, Gmail, Google Maps, Blogger as well as over one million Web, video, gaming, and mobile display partners (our display partners include all of our AdSense and DoubleClick Ad Exchange partner sites that allow text and/or display ads). The Google Display Network offers all ad formats - text, image, rich media, and video ads - enabling you to unleash your creativity and engage potential customers across the Web. You can run ads on the Google Display Network the same way you always have. Either place bids through AdWords or make reservations on YouTube and Google Finance with the help of a Google account team. In the upcoming weeks, you’ll see a change in the AdWords interface reflecting this new term, and you’ll see Google Display Network where you might have seen Google Content Network mentioned. We’ve also launched a new website showcasing the sites and benefits available to you on the Google Display Network. We’re working hard to offer the best display advertising solutions and we look forward to introducing new features on the Google Display Network that help you reach your advertising goals. Posted by Neal Mohan, Vice President of Product Management
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Introducing the Google Display Network
To improve the AdWords experience, Google is testing a new tool that helps advertisers optimize their account. The AdWords Campaign Experiments, or ACE, does this by letting advertisers accurately test and measure changes to their keywords and bids, ad groups and placements. This video describes step 1 of running an experiment: setting campaign experiment parameters.
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Google Adwords Campaign Experiments
As agencies managing AdWords accounts, you know your clients are not alone in the auction -- any number of advertisers may be using AdWords to offer some of the same goods and services as them. You can monitor their performance and use optimization tools to improve ROI, but you still might not know how they're performing as compared to similar advertisers. We’re aiming to bring more transparency to AdWords with the launch of Analyze competition in the Opportunities tab . For now, this feature is only available to a small number of advertisers using the English language AdWords interface, but we'll expand this to more advertisers in the near future. ‘Analyze competition’ examines an account’s activity over the past two weeks and lists categories that represent the products or services a client is advertising. Categories are based on actual Google.com search terms and are matched up against a client's keywords, ad text, and landing page text. For each category associated with a client's account, you’ll see a bar graph, which shows individual performance compared to the average performance of other advertisers in the same category. When you hover over the data in the 'Competitive Range' column, you'll be able to see more details such as the exact size of the competitive range, the mean and median performance levels for this range, as well as data on the absolute top and bottom performers. In the case below, you’ll see that we’ve chosen to evaluate our performance based on how our CTR compares with that of other advertisers. In addition to CTR, you’ll also be able to look at competitive data for impressions, clicks, and average position, and you can segment data by advertiser location. (click to view full size image) As with other areas of the Opportunities tab, you’ll be able to export information from ‘Analyze competition’ to a .csv file. It’s important to remember that data in ‘Analyze competition’ is anonymous, and as part of our commitment to protect your clients' privacy, we don't reveal information about any advertiser's identity. Now that you know what ‘Analyze competition’ does, here are some tips on how to make the most of this data : Take action. Click the ‘Explore ideas’ button to see customized keyword, bid, and budget ideas for your clients' accounts. Consider clients' advertising goals and focus on the most relevant metrics. It’s not always a bad thing to perform below competitors on a metric that’s not important to clients. If you see that one campaign is performing poorly in comparison to the competition, you can get insight into changes you can make to improve that campaign. Just like the other areas of the Opportunities tab , we hope that ‘Analyze competition’ will help you uncover new opportunities to improve your clients' AdWords performance. To learn more about this feature, visit the Help Center , or watch this short video . To read more about and submit feedback on ' Analyze competition ,' as well as discover other new developments in AdWords, visit the Ad Innovations page. Posted by Alexandra Kenin, Product Marketing Manager
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AdWords brings you insight about the competitive landscape
TV meets web. Web meets tv. Announcing Google TV… Learn more about Google TV at www.google.com/tv.
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Introducing Google TV